Franchise Coaches was founded to help franchisors build stronger, more scalable businesses.
Founder Elana Koral has worked in franchising since 1994, beginning her career at Parker Gordon Associates and later co-founding Franchize Directions. Over the past three decades, she has worked with franchise systems across a wide range of industries, helping brands grow, strengthen performance and navigate the challenges of expansion.
Established in 2018, Franchise Coaches brings together franchise development, executive facilitation, training, mentoring and strategic advisory services. Today, the business supports franchisors at every stage of growth — from businesses exploring franchising for the first time to established networks focused on performance, capability and long-term scalability.
Parker Gordon Associates consulting founded, laying the groundwork in franchise consulting.
Franchize Directions formed alongside Bendeta Gordon and Brenda MacQueen, expanding franchise expertise and training capability.
Franchise Coaches founded, continuing the legacy with a renewed focus on franchise growth, training, and facilitation.
Continuing to grow, train, and support franchise leaders across South Africa and beyond.
Franchise Coaches is led by Elana Koral with a team of service providers with deep, hands-on experience across franchise development, training, and strategic advisory.
With over 30 years in franchising, Elana Koral has helped franchisors strengthen performance, improve franchise relationships and grow sustainable networks. After beginning her career at Parker Gordon Associates and co-founding Franchise Directions, she established Franchise Coaches in 2018. Today she facilitates executive strategy sessions, leadership workshops, conferences and the Nedbank-sponsored Franchise Executive Breakfast Series.
Masters in Management (Business & Executive Coaching) – Wits Business School
Masters in Management (Business & Executive Coaching) – Wits Business School
Brenda MacQueen is one of South Africa’s most respected financial management trainers in the franchising sector. She specialises in helping franchisors, franchise managers and support teams understand franchise financials, interpret management accounts, improve profitability and make commercially sound decisions. With decades of experience in franchise development and operations, she has trained thousands of delegates across South Africa and is renowned for her practical, engaging training style.
Former Director, Franchise Directions • Former Chairperson Franchise Association South Africa
Lindy Barbour has more than 20 years’ experience helping franchise businesses grow and strengthen their operations. Formerly Managing Director of Franchise Directions, she now serves as Head of Franchise at Waxit while advising franchisors on network development, operational excellence and sustainable expansion.
BCom (Marketing & Management) – University of Natal • Director, The Franchise Firm • Head of Franchise, Waxit
BCom (Marketing & Management) – University of Natal · Director, The Franchise Firm · Head of Franchise, Waxit
